In 2015, we made Buffer’s most important acquisition and acquired Respondly, which turned Reply, our resolution to assist companies ship quick and responsive buyer assist on social media.

We initially acquired it meaning to diversify Buffer’s core product choices. Whereas it served that function, it has develop into clear over time that Reply is healthier fitted to bigger organizations and isn’t one of the best product for Buffer’s core buyer base, small companies.

For that purpose, that we’re sunsetting Reply as of June 1st, 2020.

Our resolution to sundown Reply is enabling us to construct out a devoted social media engagement resolution, which can finally be out there to all Buffer clients.

Proceed studying for extra data on why we made this resolution, what we’re constructing subsequent, and what this implies for the way forward for Buffer.

Why we’re sunsetting Reply

At its core, Reply is a really totally different product from anything we provide at Buffer. Reply has at all times been a buyer assist software whereas Buffer focuses on serving to small companies construct their manufacturers and develop their companies on social media.

After we acquired Reply, we have been doing our greatest to anticipate how the market would shift. Twitter was constructing out customer support options and there was this concept that customer support may shift onto social media in a giant approach. We have been additionally uniquely utilizing social media as a customer support platform to develop our personal model and noticed a chance to allow others to do that.

Whereas Twitter remains to be utilized by some manufacturers and shoppers for customer support, the thought has remained area of interest, extra an exception than the rule. We don’t consider customer support did shift to social media in the best way we had thought, which is likely one of the causes we’ve come to this resolution.

One other factor we’ve come to appreciate is that small companies don’t use social media for buyer assist in the identical approach as bigger organizations. With scale, comes an entire new set of issues, which aren’t felt by small companies. We felt these pains ourselves, as we uniquely have excessive social quantity as a small firm. The end result was that whereas most Buffer clients total are small companies, most of our Reply clients have been bigger organizations.

This led to a number of obstacles when constructing and rising Reply over time.

Usually the individuals utilizing Reply have been very totally different from these utilizing our different Buffer options. They often weren’t even in the identical division at a given firm. This distinction meant connecting core product loops, like answering assist tickets on social media and creating new social campaigns, much more difficult.

One other impediment was that the technique that helped us develop Buffer, and the strengths and skillset of our workforce, are totally different than what was wanted to develop Reply. We’re a product and marketing-led group reasonably than a sales-led one. Our most profitable instances rising Reply have been additionally the instances that our Product Supervisor on that workforce was leaning into gross sales and extra direct buyer onboarding. We’re a workforce of 89 individuals at Buffer, and we don’t have the assets to run two very totally different methods.

Our workforce dimension additionally impacted the product expertise for our clients. We have now been gradual to repair points and add new options, and we noticed how this negatively affected our buyer’s workforce’s operations. Reply is {that a} high-quality buyer assist software requires greater than our workforce can present, and our clients deserve higher than that.

In the end, persevering with to construct and assist Reply isn’t the best way for us to have probably the most influence for our clients in the long run. This was a tricky resolution to make however we really feel it’ll be greatest for each Buffer and our clients down the road. I’m grateful for all the individuals inside Buffer who had these conversations, in addition to the unimaginable people who’ve been Reply clients over time.

What we’re constructing subsequent

Reply hasn’t been a great match for almost all of Buffer clients. To make this extra tangible, we had solely 500 clients utilizing Reply, whereas we’ve over 70,000 paying clients utilizing Buffer. As we glance forward from right here, we’re targeted on constructing one thing that can be each priceless to, and out there for, a a lot bigger share of our clients.

By way of analysis, we’ve come to the readability that what our small enterprise clients want is a devoted social media engagement resolution. That’s what our workforce is now targeted on constructing as we regularly sundown Reply.

This new social media engagement resolution will goal to higher join our clients to their communities on social media. We’ll be beginning by supporting Instagram and surfacing all Instagram feedback in a single place, and we’re seeking to increase to assist extra social networks from there.

Whereas Reply was solely out there to clients who individually signed up for it, this social media engagement resolution will develop into out there and accessible to all Buffer clients sooner or later. We really feel we may also help much more individuals by making this engagement resolution broadly out there from the outset and it is a technique we can be increasing throughout the remainder of our providing at Buffer sooner or later as effectively.

Whereas this has been a tricky name to make, we’re excited to be re-focusing and totally committing to small companies. We’re trying ahead to taking this new strategy, including an enormous quantity of worth, and making certain the vast majority of these enhancements are accessible by all clients.


When you’ve been a Reply buyer I need to thanks for having been on this journey with us.

If you’re in search of a software to switch Reply, we’ve partnered with the social assist instruments beneath and so they have created presents to make a transfer extra manageable. We’ve been in contact with all Reply clients to move alongside these presents.

  • Sparkcentral — Sparkcentral permits social engagement groups to ship frictionless customer support on Twitter, Fb, Instagram, WhatsApp, and extra, making digital engagement along with your model memorable
  • Zoho Desk — is an award-winning context-aware customer support software program that helps assist groups ship well timed assist to their clients throughout channels like e mail, telephone, chat, social media, and extra
  • Zendesk — Permits your online business to have pure conversations along with your clients, with out letting them really feel what’s occurring behind the scenes. It’s subtle sufficient to satisfy complicated wants and easy sufficient to allow you to stand up and working instantly.

You probably have media inquiries associated to this put up, please attain out to Hailley at [email protected]